Although the doctrine of "survival of the fittest" is central to the Modern paradigm, it is not, as most Modernists would claim, the unvarnished truth. Indeed if we begin to think of the marketplace as a model of dynamic complexity then the logic of cooperation is inescapable. The point is that if business leaders refuse to accept that cooperation is a defining principle, not merely an abstract altruistic ideal but an essential strategy for the sustainable, long-term success of the businesses they are building, then they will continue to undermine their own best interests in the name of competitive dominance.